Oracle Acquires Grapeshot to Help Advertisers With Brand Safety Issues

Company promises to 'close the loop' on measurement


Oracle has acquired British marketing technology firm Grapeshot, which touts the ability to help brands contextualize ad placements before making automated bids, keeping them away from unsafe content.

Oracle, which announced the acquisition today without disclosing a price, said that Grapeshot already works with more than 5,000 marketers, processing 38 billion programmatic ad impressions each month. The company added that the purchase also helps “close the loop” on measurement through Moat, which Oracle acquired exactly a year ago this month.

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